Brands are so important that Nordstram dropped Ivanka Trump's clothing line in a moment's notice, saying the brand was making enough money.

"It would cost the retailer more to keep the line than to just drop it," Aboulnasr said. " I'm sure they did their calculations and what's profitable to them and what's not and they decided to drop the line that way, just from a purely business perspective."

Shopper Kate McCarthy said she was surprised.

"I was shocked. I really was surprised," said Kate McCarthy. "It's ridiculous, really, just because of who he is."

"Only because people are against Donald Trump, our president," said Nordstrom customer Sharon White.

#Grabyourwallet may be a trend that contributed to Nordstrom's decision. It's a movement encouraging consumers to shop where Trump merchandise isn't sold.

Ivanka Trump fine jewelry had a large location in Manhattan for several years but it closed in 2015 because of low profits.